Farmers Market Ambassador Carlee Reflects on Her Journey

Editor’s note: Carlee took on the Farmers Market Ambassador position in the summer of 2023. Before adding ambassadorship duties on her plate, Carlee was already a successful chef-turned mushroom business owner and vendor with the Santa Rosa Original Farmers Market. In this blog post, Carlee shares her observations and thoughts from her unique point of view. Please scroll past images to keep reading!

Farmers Market Ambassador Carlee, right, talks with customers at Santa Rosa Original Farmers Market on Saturday, Jan. 27, 2024.

A thriving local farmers market

As a Farmers Market Ambassador for the Santa Rosa Original Farmers Market (SROCFM), I have had the privilege of being a part of a vibrant community that goes beyond just fresh produce. Under the umbrella of the SROCFM — which also includes the seasonal Tuesday Cloverdale Farmers Market and the Thursday Russian River Farmers Market in Guerneville — my journey has been filled with meaningful interactions, event planning, data collection, and a genuine commitment to fostering a thriving local market.

One of my primary responsibilities has been to work closely with Pegi Ball, the market manager, to enhance communication with vendors. I’ve diligently collected data from all the current vendors and updated contact information to ensure they receive crucial updates and the market’s newsletters. This effort not only streamlined communication but also created a sense of unity among the vendors, fostering a cooperative and supportive community.

Events create buzz and add to the cultural tapestry

In addition to managing communications, I’ve played a pivotal role in organizing exciting events to boost market attendance.

From the annual Salsa Competition to festive celebrations for Thanksgiving, Christmas, and Lunar New Year, these events have not only brought joy to the community but also created a buzz around the market. The positive impact of these events extends beyond the market, contributing to the cultural tapestry of Sonoma County.

Improving vendor diversity and the customer experience

Being both a Farmers Market Ambassador and a vendor at SROCFM has allowed me to witness firsthand the rapid growth of the market. By updating the application process for vendors and making it more accessible, we’ve seen a notable increase in applications. This influx not only expanded the physical presence of the market but also added diversity, showcasing the melting pot of small businesses and farms in Sonoma County.

As part of our shared work under Petaluma Bounty’s Farmers Market Ambassador Program, I conducted surveys using Farm 2 Facts to gain valuable insights into customer preferences and market dynamics. These surveys revealed customers’ perspectives on the significance of farmers markets, their shopping habits, and the impact of local farmers on community education. The feedback proved instrumental in identifying areas for improvement to enhance the overall customer experience.

Contributing to the award-winning market and a healthier community

My commitment to promoting the market contributed to the market winning prestigious awards. The market has won the Best Farmers Market title in The Press Democrat Readers’ Choice Awards in 2022 and 2023, and The Bohemian’s Best of the North Bay Readers Poll in 2023. Utilizing newsletters and social media, I rallied support and votes, putting SROCFM on the map and gaining it recognition that continues to draw both local and tourist attendance.

To enhance the shopping experience, I created a detailed map of the Saturday SROCFM market. I linked a QR code to a digital map you can access on your phone. This dynamic map adjusts as needed, providing real-time information about vendors and accepted payment methods. This innovation has reduced confusion for customers in navigating the largest market in Sonoma County.

Furthermore, I, along with other Ambassadors, had a critical role in Petaluma Bounty’s Senior Bounty Bucks program. I distributed Senior Bounty Bucks at SROCFM to seniors in need, facilitating access to fresh fruits and vegetables. The personal stories seniors shared with me underscored the program’s impact, not only on their diets but also on their overall well-being. Throughout the months of distributing Bounty Bucks, I observed the positive impact on seniors’ lives, and being part of moments filled with gratitude and praise is what truly fulfills my role as a Farmers Market Ambassador.

My journey as a Farmers Market Ambassador with Petaluma Bounty has been marked by community building, growth, and positive change. It is in these moments of transformation that I find a deep sense of hope and gratitude, knowing that I am contributing to a healthier, more connected, and thriving community.

One Reply to “Farmers Market Ambassador Carlee Reflects on Her Journey”

  1. Heather Feather

    Important work. Thank you for all that you are doing and creating with this position. I haven’t attended a Santa Rosa Farmers Market, but after reading this article, I am motivated to attend.

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